15 ‘Dirt is good’ message fuels premium laundry brand
COMPANY Unilever Indonesia Tbk PT
BRAND VALUE US$ 1,136 million
YEAR ON YEAR CHANGE 7%
INDUSTRY Home Care
YEAR FORMED 1970
Rinso is a premium-priced laundry detergent and one of the biggest sellers in its category in Indonesia. For several years, communications have centred on the message “Berani Kotor itu Baik” or “Dirt is Good”, and the message that children develop best when they’re allowed to have adventures and get dirty. Children in muddy or stained clothes always feature in Rinso ads; this year, the focus of Rinso’s TV advertising is the stain-fighting properties of the Rinso range, a key selling point that is used to justify the brand’s premium pricing in what has become a highly competitive category. Recent ads have also centered on the Rinso Molto Ultra variant, a liquid scented detergent with fabric softener, and the new Rinso Molto Ultra Blue liquid. Darius Sinathrya, a popular model, actor, TV show host and football commentator, is the brand ambassador for Rinso Molto Ultra, becoming the public face of the brand in 2016. Rinso is known in other markets around the world as Omo, Breeze and SurfExcel, and is part of the Unilever Indonesia range.